WebLibNetAdvertising Management
| Main Author: | |
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
Delhi
Pearson Education (Singapore) Pte.Ltd.
2004
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| Edition: | 5th ed |
| Subjects: |
Table of Contents:
- Pt:1 Introduction Ch.1 The Field of Advertising Management Ch.2 Advertising Planning and Decision Making Pt:2 Objective Setting and Market Positioning Ch.3 Integrated Marketing Communications Ch.4 Setting goals and objectives Ch.5 How Advertising works: Some Research Results Ch.6 Segmentation and Positioning Pt:.3 Message Strategy Ch.7 Attention and Comprehension Ch.8 Understanding Benefit-Based Attitudes Ch.9 Associating Feelings with the Brand Ch.10 Brand Equity, Image, and Personality Ch.11 Group Influence and Word-of-Mouth Advertising Pt: 4 Message Tactics Ch.12 Creative Approaches Ch.13 The Art of Copywriting Ch.14 Advertising Copy Testing and Diagnosis Ch.15 Production and Implementation Pt.5 Media Strategy and Tactics Ch.16 Media Strategy: Setting Media Budgets Ch.17 Media Tactics: Allocating Media Budgets Pt.6 Broader Environment Ch.18 Advertising Regulation Ch.19 Advertising and Society Ch.20 Global Marketing and Advertising